In this week’s podcast, positioning expert April Dunford tells Richard why she delivers talks about cake - to help people understand why positioning your brand is important.

April Dunford is a positioning consultant. In plain English, that means she tells companies where their brand belongs in the market and what customers they should target. Her knowledge comes from 25 years of experience running tech startups and working for global tech giants. She is the author of a brilliant book on positioning called Obviously Awesome: How to Nail Positioning So Your Customers Get It, Buy It, Love It.

In her Fireside chat with Richard, April tells Richard how she uses cake to help people understand the power of positioning. She also reveals how taking on a ton of conference speaking engagements helped her sell far more copies of her book than she ever imagined.

Learn more about April Dunford at her website.